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How to Create A Successful Multi-channel eCommerce Strategy in 5 Simple Steps

Store Window Showing Open Signage

Photo by Mike Petrucci on Unsplash

With the coronavirus pandemic forcing physical stores to be closed, business owners to be more creative than ever. Nowadays you can consider yourself fortunate if you already have an eCommerce business website set up. But even that could not be enough to guarantee the survival of your business in a time of crisis. In order to be successful, you have to make sure that your eCommerce digital marketing is in place.

Research suggests that 3 out of 4 consumers browse through different platforms before making a purchase. This means that even with discounts, shoppers do not stay loyal to one channel. So in order for your eCommerce business to remain competitive, it has to be available in more than one platform.

Infographic by BigCommerce 

A multi-channel eCommerce strategy involves selling your product or service across a variety of platforms, and not just your eCommerce website. It’s a sound eCommerce digital marketing strategy, considering that multi-channel consumers outspend their single-channel counterparts by $93 on the average.

To launch an effective multi-channel eCommerce strategy takes some amount of time and consideration. Different channels have different requirements. You will also need an accompanying content strategy for eCommerce and eCommerce SEO efforts for your customers to find you.

Here we list 5 simple steps in order for you to create a successful multi-channel eCommerce strategy for your business.

Multi-channel eCommerce Strategy Step 1:

Understand your buyer’s journey

Infographic by Think with Google 

Did you know that customers are using not just different platforms but also different devices when they are shopping for an item? And that it could take them varying amounts of time and searches before they finally add your product to their cart?

Google suggests that the consumer’s path to purchase is not as straightforward as we think. Comparing the journey to a scavenger hunt, they say it’s as complex as people’s lives.

So what does this mean for your multi-channel eCommerce strategy? It means that in order for your eCommerce business to meet your customers along their buyer journey, you should know your customer avatar really well. In the case of Leena above, Google describes her as a 32-year-old woman from Washington who can be swayed by coupons and reviews when making her mascara purchase.

Take time to research your target market in order for you to come up with these buyer personas. It’s one of the foundational strategies for developing eCommerce websites. This understanding is key for you to be present when your customers are ready for purchase. It will also help you effectively develop your content strategy for eCommerce, as well as give direction to your eCommerce SEO.

Multi-channel eCommerce Strategy Step 2:

Select the most appropriate channels

Having understood the behavior and background of your customers, you can now select the channels that would be most suited for your eCommerce business.

This means different things for different businesses. The best channels in a particular location aren’t the same in another part of the world. For example, in the US, Amazon is the most recognizable online retailer, with a 49% share of the eCommerce market. But if your eCommerce business is operating in  Southeast Asia, your eCommerce digital marketing strategy should include Tokopedia Lazada and Shopee.

Consider also the industry your eCommerce business is in if you’re selling hand-made crafts, then Etsy could be the best option for your eCommerce digital marketing. Or Not On The High Street if you have a specific niche. If you’re offering subscription gift packages, you can check out Cratejoy.

Another great option is to integrate your eCommerce store to social media sites like Facebook and Instagram. It gives your visitors direct access to your products that they can easily purchase through these channels.

Multi-channel eCommerce Strategy Step 3:

Manage your inventory

Photo by Wesley Tingey on Unsplash

One challenge that you would need to address is making sure you have enough stocks when your customers make their purchases. This would be a no-brainer if you only sell products on your eCommerce website.

But if you are selling products across multiple platforms, your multi-channel eCommerce strategy should ensure that the same inventory reflects on these channels at the same time.

It’s good that your content strategy for eCommerce and eCommerce SEO are driving conversion. However, you wouldn’t want to have to refund these purchases and face customer complaints after discovering you do not have enough inventory to cover these sales.

To manage your inventory, you can avail of inventory management tools for Multi-channel eCommerce companies. Ecomdash, Sellbrite, and Sellware are just a few examples of these tools you can use in order to fulfill your orders.

Multi-channel eCommerce Strategy Step 4:

Employ dynamic remarketing

Smart Insights recommends dynamic remarketing to show product ads to potential customers after visiting your website. This way, you take a proactive approach in your content strategy for eCommerce by guiding them along in their buyer journey.

With an ROI that can reach up to 1300%, this eCommerce digital marketing strategy can also use email marketing to reach your prospects. Depending on the eCommerce channels you use, retargeting tags can be added to pages of your website and even to your social media ads.

You can work with an agency that offers Digital Marketing Services so you can take full advantage of the opportunities available on all channels. They can even further strengthen your retargeting through content strategy for eCommerce and eCommerce SEO.

Multi-channel eCommerce Strategy Step 5:

Review your content strategy for eCommerce channels

Infographic by LinkedIn

It’s essential that you know how to tweak your message to fit your channel without compromising your brand personality. Your content strategy for eCommerce should be focused on your product proposition but should be modifiable based on the platform.

For instance, if you’re offering products or services on Groupon, your customers would be more interested in daily deals. So your content should be able to excite them and make them understand the urgency of your promotion. On the other hand, if you’ve placed your products on niche channels it’s best that you communicate the superiority and exclusivity of your item so your content becomes more convincing.


Developing a multichannel eCommerce strategy can be overwhelming at first, but it gives your business a competitive edge in the market as it offers more venues to boost your eCommerce sales. With consumers spread out across multiple platforms and utilizing different devices, your eCommerce digital marketing strategy should be responsive to the times.

Now more than ever, consumers have turned to online shopping for their needs. If you haven’t set it up for your business yet, it’s best to review strategies for developing eCommerce websites now.

We have yet to see the scale in which the coronavirus pandemic alters consumer behavior patterns. But what’s important now is that your eCommerce business remains responsive in order to survive.

Since your brand is now present on multiple channels, your content strategy for eCommerce should go hand in hand with your eCommerce SEO, and eCommerce digital marketing plans. Integrating all these ensures that your customer experience is the same across all platforms and further solidifies your brand recognition in the minds of consumers.

If you’d like to know more about how to set up a multi-channel eCommerce strategy for your business, we’re here to help. Get in touch with our eCommerce Digital Marketing Strategist now.

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